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EFI DAVIES
GLOBAL ARTISTIC DIRECTOR AND BRITISH HAIRDRESSER OF THE YEAR 2026
DI PETSA SS27: HOLY MILK
THE ART OF BECOMING
Wet. Glossy. Ethereal. For Di Petsa’s SS27 HOLY MILK show, Efi Davies, Global Artistic Director at TONI&GUY and current British Hairdresser of the Year lead the TONI&GUY Session Team to translate the collection’s sensual, dreamlike world into hair, creating a high-shine wet look powered by LABEL.M Fashion Edition Gel.
Exploring motherhood, ritual and our connection to the natural world, HOLY MILK was a study in transformation. Across the collection, translucent fabrics, delicate lace, luminous whites and fluid silhouettes created a feeling of being suspended between the physical and the ethereal.
The hair echoed this beautifully. Saturated with shine and sculpted with intention, it appeared almost as though each model had emerged from water, sleek and reflective, yet still revealing the individuality of their natural texture.
A modern take on wet-look hair, the finish was sensual: polished at the roots, defined through the lengths and alive with movement.
THE WET HAIR LOOK
Rather than concealing the individual texture of the models’ hair, the TONI&GUY Session Team worked with it, enhancing its natural character while creating a saturated, reflective finish.
The result was deliberately fluid. Hair looked slick and luminous, but never overly rigid, allowing softness and movement to remain beneath the shine.
For HOLY MILK, shine became part of the storytelling: soft, fluid and luminous, with a sense of transformation beneath the surface.
SHOP EFI'S KIT: BUY 2, GET 1 FREE
SHOP EFI'S KIT: BUY 2, GET 1 FREE
THE EXPERTISE: HOW THE LOOK WAS CREATED
Backstage, the transformation began with LABEL.M Fashion Edition Gel, worked through the hair to create the saturated, wet-down effect and high-shine finish.
Applied with a brush, the gel was worked strategically through the hair to saturate the lengths, enhance natural texture and create definition, while allowing movement to remain visible beneath the surface.
LABEL.M Fashion Edition Hairspray was then used to secure the shape and maintain the glossy finish, providing the hold needed to withstand the pace of the runway without making the hair feel overly rigid or lacquered.
Together, the products created the balance the look required: high-shine definition, natural texture and fluid movement.
YOUR BACKSTAGE PASS TO LONDON FASHION WEEK
TAKE IT OFF THE RUNWAY: THE WET LOOK FOR EVENT SEASON
The modern wet look is no longer reserved for fashion editorials. For the upcoming festive season, take inspiration from the runway through strategic shine, sleek roots and defined texture.
For a polished evening look, work LABEL.M Fashion Edition Gel through damp hair, concentrating on the roots and crown. Smooth into a sleek bun or ponytail, leaving the lengths softer for movement. Finish with LABEL.M Fashion Edition Hairspray to hold the style in place.
Prefer something more relaxed? Scrunch a small amount of gel through natural waves or curls to enhance definition and create a glossy, light-reflective finish.
Whether sleek and sculpted or soft and textured, the key to the modern wet look is a high-shine finish that still feels effortless.
FINAL THOUGHTS
We wanted the hair to feel as though the models had just emerged from the ocean: wet, glossy and almost otherworldly.
Rather than transforming the hair, we wanted to enhance the natural texture, creating a finish that felt fluid, luminous and completely immersed in the world of "HOLY MILK.”
With love from Efi x
THE SILK SCARF TREND IS HERE
A trend spotted on the Paul Costelloe SS27 runway, the silk scarf is having its moment once again.
Effortlessly chic and endlessly versatile, it’s the accessory fashion insiders are bringing back into rotation - from around the neck to over the hair, tied to a bag or styled your own way.
Make the trend yours with a complimentary LABEL.M Luxury Fashion Edition Scarf when you spend £65 on LABEL.M in a TONI&GUY salon or online. Worth £20. Tie it. Wrap it. Wear it.
TAKE IT OFF THE RUNWAY: THE WET LOOK FOR EVENT SEASON
The modern wet look is no longer reserved for fashion editorials. For the upcoming festive season, take inspiration from the runway through strategic shine, sleek roots and defined texture.
For a polished evening look, work LABEL.M Fashion Edition Gel through damp hair, concentrating on the roots and crown. Smooth into a sleek bun or ponytail, leaving the lengths softer for movement. Finish with LABEL.M Fashion Edition Hairspray to hold the style in place.
Prefer something more relaxed? Scrunch a small amount of gel through natural waves or curls to enhance definition and create a glossy, light-reflective finish.
Whether sleek and sculpted or soft and textured, the key to the modern wet look is a high-shine finish that still feels effortless.
FINAL THOUGHTS
We wanted the hair to feel as though the models had just emerged from the ocean: wet, glossy and almost otherworldly.
Rather than transforming the hair, we wanted to enhance the natural texture, creating a finish that felt fluid, luminous and completely immersed in the world of "HOLY MILK".
- With love from Efi x
THE SILK SCARF TREND IS HERE
A trend spotted on the Paul Costelloe SS27 runway, the silk scarf is having its moment once again.
Effortlessly chic and endlessly versatile, it’s the accessory fashion insiders are bringing back into rotation - from around the neck to over the hair, tied to a bag or styled your own way.
Make the trend yours with a complimentary LABEL.M Luxury Fashion Edition Scarf when you spend £65 on LABEL.M in a TONI&GUY salon or online. Worth £20. Tie it. Wrap it. Wear it.
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